Travel Intention to Visit Tourism Destinations: A Perspective of Generation Z in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Viet Hoang NGUYEN Thi Xuan Dao TRUONG Huong Trang PHAM Duc Thanh TRAN Pham Hung NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 1043~1053쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

The purpose of this research is to investigate the impacts of gen-Z’s perception of consumer-generated content on social media on their travel intention with the mediating role of travel motivation push and pull. An online questionnaire survey of a total of 369 samples was conducted with the participation of gen Z in the most important cities across Vietnam. The model was analyzed using Structural Equation Modeling (SEM) using AMOS program 22 to investigate model relationships and all hypotheses are significant. The findings indicated that gen Z values the usefulness of social media and they use social media for knowledge-seeking (push factor), and this leads to their intention to visit a destination. SEM analysis also reveals that gen Z tends to use social media to find accessibility to any destinations and they are motivated highly with destinations that have clear and easy access, for example, no visa requirement or neighboring destinations. As the result, they have better intentions to visit these destinations. This research will help marketers, especially marketing specialists to gain a better understanding of gen Z, thus implement better marketing techniques to target gen Z.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Findings

5. Conclusion and Limitations

키워드

Generation Z Social Media Travel Intention Travel Motivation